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In 2014, 75 percent of sponsors say they rely on marketing/promotion and PR agencies, while only 52 percent report using ad or media agencies.
IEG’s new briefing spotlights the seven critical sponsorship benefits that sponsors should require and rightsholders must provide if they want to find success in today’s marketplace by connecting with audiences, consumers and customers.
This IEG special report — examining sponsorship activity, spending, trends and activation elements — reveals why and how companies such as IBM, HP, Cisco and SAP are formulating entirely new sponsorship strategies.
IEG’s latest briefing not only breaks down spending figures among different sectors and global regions, but also explores how cutting-edge rightsholders are embracing digital to offer better benefits and engagement to partners.
After a five-year lull, IEG reports that many department stores are now entering the sponsorship field, including Sears, Lord & Taylor, and Macy’s.
UBS has expanded its longstanding partnership with the Solomon R. Guggenheim Fellowship to support the arts in South and Southeast Asia, Latin America, North Africa, and the Middle East, and added a sponsorship relationship with Formula One, thanks to the improving global economy.
Huawei Device USA, Inc., a Chinese company that manufactures headsets and USB drives, will be the presenting sponsor of the Jonas Brothers’ 2013 summer tour.
The aging Baby Boomer population and implementation of the Affordable Care Act have presented drugstore chains, hospitals, and insurance companies with new opportunities to expand their businesses via sponsorship possibilities.
Continental Tire has expanded its partnerships with the U.S. national soccer teams, as well as Major League Soccer and the FIFA World Cup, to build awareness and educate consumers about its products.
Pennzoil has expanded its sponsorship partnership with country music star Tim McGraw and Shell Oil Co. into 2013, thanks to positive results in 2012.
While required objectives and benefits stay the same, sponsors emphasize social media for activation.
According to IEG, sponsorship activity in the energy drink category is expected to maintain its forward momentum over the foreseeable future.
Sponsorship activity in the auto and home insurance category will continue to accelerate, according to IEG.
As a result of the 2008 economic collapse, HSBC has scaled back its sponsorship partnerships with local properties in favor of ties with a handful of international sports leagues and events.
According to IEG, Starwood is expanding its sponsorship portfolio to support its international expansion and gain unique, one-of-a-kind experiences for its Starwood Preferred Guest loyalty program.
Western Union has acquired some international sponsorship platforms in order to support its new global brand campaign, according to IEG.
Liberty Mutual has announced that it will be a sponsor of the U.S. Olympic Committee and the 2014 FIFA World Cup, according to IEG.
Led by Tide, laundry detergent brands are increasing their use of sponsorships in order to promote products in relevant environments, tout brand attributes, and gain platforms for retail promotions.
PNC Financial Services Group has acquired a number of new sponsorship ties ranging from pro sports teams to endurance sports and community events, according to IEG.
While consolidation has taken some brands off the table, the airline category’s remaining players remain active sponsors, according to IEG.